The Purbaya Effect: the Public Darling that makes us forget

On his first day in office, the new Finance Minister, Purbaya Yudhi Sadewa, immediately made headlines. His statement that the people’s “17+8 Demands”  were carried out by only

a small group of people amid protests across Indonesia went viral instantly.

Purbaya’s speaking style is markedly different from his predecessor, Sri Mulyani, who was formal and cautious. Purbaya’s blunt and flamboyant manner quickly earned him the nickname “cowboy” among netizens. However, it’s not just his speech; his working style is unconventional as well.

Source: Reuters | Willy Kurniawan

One month into his tenure, Purbaya made several bold moves that drew public attention. Early on, he injected IDR 200 trillion into the State-Owned Banks Association (Himbara) to boost credit distribution and stimulate the economy. This move sparked both praise and criticism, as it starkly contrasted with his cautious predecessor’s approach to fiscal management. Additionally, delaying the 2026 tobacco excise hike aims to curb illegal cigarettes, while stricter regional spending discipline has been another daring initiative.

Over time, Purbaya’s policies began to show results. Credit distribution through state-owned banks rose from 1.9% in August to 10.04% in September 2025. Overall credit distribution also slightly increased from 7.56% (YoY) in August to 7.7% in September 2025. The public has dubbed this the “Purbaya Effect.” While it is still too early to fully assess his performance compared to Sri Mulyani, who served for 13 years, people are beginning to pay attention to the new finance minister, who is seen as pro-people through his policy decisions.

It didn’t take long for Purbaya to become a public favorite. His presence gives hope to the people, as he is portrayed as a high-ranking official who genuinely serves the public, among many others who prioritize personal or group interests. Purbaya has become the government’s “public darling,” frequently appearing in the news.

However, this phenomenon also risks distracting the public from other critical issues. For instance, the fuel import restriction by Minister for Energy & Mineral Resources, Bahlil Lahadalia, prone to market monopoly; the ongoing food inflation that pressures citizens despite Agriculture Minister, Amran Sulaiman, claiming the nation’s rice reserves are at a historic high at 4 million tonnes; and President Prabowo’s decision to award Soeharto the title of national hero, which is considered as ignoring his human rights violations.

The Purbaya phenomenon reflects the limits of public attention. We risk losing focus on other important issues that require careful oversight. There remain many critical matters that demand public awareness, serving as a reminder to stay vigilant and attentive to all emerging issues. We must ensure that the Purbaya Effect does not distract us from other pressing issues that require equal attention. Ultimately, it is active civic engagement and public awareness that form the foundation of a truly people-centered government.

About Author:

Panglima Nagari is a Master’s graduate in Sustainable International Agriculture from the University of Göttingen. Currently expanding his expertise in renewable energy.